Visit the brand website Contact	DIESEL Once upon a time, the first "lifestyle" alternative brand… The story of a man: Renzo Rosso was born in 1955 in Padua, in the north east of Italy. When he was young, he borrowed a pair of flares from his mother. They proved instantly popular with his friends who all wanted a pair, and thus a clothing pioneer was born. He began designing his own clothes in 1975, after graduating from an art and fashion college. He founded the Diesel company in 1978 with the aim of quickly establishing the brand as the market leader in terms of originality, creativity and energy. His fashion targets hip and trendy non-conformists for whom personality is expressed in clothing style. Diesel is more than a brand, it is an alternative lifestyle. Wear Diesel and you will have all you need for successful living: you will belong to a positive and hedonistic community which cultivates irony and unconventionality and provides an escape from everyday reality. Did you say "Diesel"? It is a short and easy word to pronounce in any language and, as the founder says, while diesel may be slow to get going once it does, it quickly picks up energy and keeps going for much longer. It was thus necessary to wait until 1991 to see the Diesel brand reach the top and compete with the huge brand that is Levis. Today the Diesel "motor" is running at full speed with 5000 points of sales and 400 stores in 80 countries. Its secret ? Freedom. That means to go beyond trends and look for inspiration all over the world. Representing urban culture, Diesel style is focused on creating luxury “used” jeans. Long hours are required to produce one pair: the jeans are washed, then rewashed, rubbed with glass paper, sprayed with potassium, and oven-baked... For the last few years the brand has been concentrating on creating a new vision of fashion: the haute couture of ready-to-wear. In short, Diesel embodies an eccentric paradise that melds refinement, provocation and humor. The brand fuels itself by constantly evolving. A brand for the city’s adventurous types, the urban rebels who live each day as if it is their last… They didn’t have a scent so Diesel created one for them. First the Fuel For Life fragrances that encourage a feeling of being alive, of experiencing things as if for the first time. Only The Brave, which embodies Diesel masculinity in its full glory: the strength, courage and determination. Diesel fragrance creations distinguish themselves by virtue of their construction which is clear, direct, joyous, and often fun. Diesel re-exploits the classic codes of perfumery with a modern twist to create original fragrances that are full of character. These fragrances are multi-faceted, colourful and often unconventional. FUEL FOR LIFE "Are you alive?" More than a fragrance, Fuel For Life is an elixir, a pure concentrate of emotions that makes you feel alive. A sexy and energizing potion for men and women with "retro-modern" notes embodying the essence of Diesel... Fuel For Life, capturing Diesel's creativity and unpredictability, is a source of adrenalin, for people willing to experience new emotions and seeking an alternative type of energy! It is dedicated to passionate individuals, who have chosen to live life to the fullest, hungry for intense moments, seduction and sensuality, knowing no limits. But be careful this elixir is incredibly active and powerful use it with caution! The men's and women's versions of Fuel For Life are two timeless archetypal perfumes. To achieve this, Renzo Rosso and the FIRMENICH perfumers (Annick Mnardo, Jacque Cavallier and Thierry Wasser) chose to position the two fragrances in the scent families most emblematic of femininity and virility: chypre and heather. This resulted in two retro-modern perfumes, a mix between traditional perfumery and a futuristic outlook Fuel for Life: a potion to energize, an elixir fuelling lust for life, a secret for successful living. ONLY THE BRAVE Only The Brave, to become your own hero. Find within yourself the energy needed for your own success, and to prove your commitment. A strong bottle, designed in the form of a sculpture, it is the iconic representation of Diesel masculinity. The closed fist can be interpreted in 3 ways: Vertically, determined fist: assertiveness Horizontally, clenched fist: strength Turned up on the wrist, raised fist: courage - in reference to the visionary artists, sporting icons and alternative urban movements that have marked history. Only The Brave is the fragrance of strength (amber - cedar accord), courage (citrus accord) and assertiveness (leather accord). A cocktail that is by turns voluptuous and explosive and which bears witness to a man whose identity is as strong as it is present, almost magnetic. For further information - www.diesel-fragrance-factory.com